How do I configure conversion tracking in GA4?

Applies to: Google Analytics 4 (GA4)
Last updated: May 2025

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Problem

You want to track key actions on your website—such as purchases, form submissions, or sign-ups—as conversions in GA4 for performance measurement and advertising optimization.

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Solution

In GA4, any event can be marked as a conversion. You can use automatically collected events, create new custom events, or set up conversions using Google Tag Manager (GTM) or code. Once marked, GA4 tracks them as part of your conversion metrics across reports and linked platforms like Google Ads.

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Step-by-Step Guide

Option 1: Mark an Existing Event as a Conversion

1. Go to https://analytics.google.com
2. Select your GA4 property
3. Click Admin > Conversions
4. Click New conversion event
5. Enter the event name exactly as it appears in GA4 (e.g., purchase, form_submit, generate_lead)
6. Click Save

From now on, GA4 will treat this event as a conversion.

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Option 2: Create a Custom Event First (if the action isn’t tracked yet)

1. Go to Admin > Events
2. Click Create event
3. Set conditions to define a new event from existing data

Example: Create a custom event for a specific form submission:

• Custom event name: contact_form_submit
• Matching conditions:
  • event_name equals form_submit
  • page_location contains /contact

4. Save the event
5. Go to Admin > Conversions, and mark the new event (contact_form_submit) as a conversion

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Option 3: Trigger Conversion Events with GTM

If the event doesn’t already exist, use GTM to fire it:

1. In GTM, go to Tags > New
2. Select GA4 Event
3. Name your event (e.g., demo_request)
4. Add parameters as needed (e.g., form type, product name)
5. Attach the appropriate Trigger (e.g., form submission, button click)
6. Save and publish

Then, in GA4:

• Go to Admin > Conversions
• Click New conversion event
• Enter the event name you used in GTM (demo_request)

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Verifying Conversion Events

• Use Realtime and DebugView to test conversions during setup
• Check Reports > Engagement > Conversions to analyze performance
• Use filters and comparisons (e.g., by source/medium, campaign, device)

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Notes

• You can track up to 30 conversion events per GA4 property (excluding deleted events)
• Conversion events apply only from the time they’re created onward—no historical conversion data
• For ecommerce, GA4 automatically marks purchase as a conversion